Lastminute.com is attempting to ensure that Brexit does not trigger a mass “staycation” by launching a major out of home campaign designed to keep the “travel spirit” alive.
The campaign, running on digital screens across major London stations such as Liverpool Street, Blackfriars, Cannon Street, City Thameslink and Fenchurch Street, will run for two weeks and highlights that no matter what the outcome of the Brexit negotiations, the nation’s desire and motivation for travel will not be affected.
Each display will reassure the consumers that, whether it is leave or remain, lastminute.com will “get you there all the same” thanks to its offering of “innovative city and beach destination deals”.
According to the company’s onw research, two thirds of consumers still feel connected to Europe when it comes to holidays, with previous visits and familiarity of the EU countries being the main reasons for trips there.
It even claims that the number of people searching for holidays on the site for the period after March 29, when the UK is due to leave the EU, is growing compared to last year, outperforming the pre-Brexit travel period by 30%.
Lastminute.com chief executive Marco Corradino said: “We can’t predict what the impact of Brexit will be, but one thing that hasn’t changed over the last 20 years is that people will continue to yearn for inspirational and seamless travel which we’re determined to continue delivering.
“What we are sure of is that Brits will always love European travel, its culture, sites and food. We wanted to create a campaign which embodies this, reassuring travellers across the nation that despite the growing concerns lastminute.com will continue making their travel to Continental Europe as inspiring, innovative and reliable as ever.”